Crowd Created Times Square is bringing a new kind of fan moment to New York City, blending augmented reality, live billboard exposure, and entertainment marketing into one high-voltage Times Square spectacle. On June 18, 2026, Snapchat and OUTFRONT Media launched “Crowd Created,” a new live AR advertising experience with HBO Max as the first partner, placing fans directly into the world of House of the Dragon ahead of its Season 3 premiere on June 21.
The activation, powered by OUTFRONT XLabs and Snap Inc.’s AR technology, transforms the traditional billboard campaign into something more participatory, more personal, and much more New York. Instead of simply walking past an ad, visitors can step into a four-sided Snapchat AR Mirror, interact with custom House of the Dragon AR Lenses, and see themselves wearing Queen Rhaenyra Targaryen’s crown.
Then comes the dragon-sized moment: their AR experience appears live on OUTFRONT Media’s Duffy Duo billboards, two of Times Square’s most recognizable digital displays.
The Crowd Created Times Square launch marks Snapchat’s first AR experience to project visitors live onto Times Square billboards, and it introduces a first-of-its-kind four-sided AR Mirror. Running from 3 PM to 7 PM on June 18, the activation invites fans to become part of the campaign rather than just spectators. It is a clever intersection of IRL media and augmented reality advertising, where the sidewalk becomes the stage and the crowd becomes the creative.
For HBO Max, the timing is cinematic. With House of the Dragon Season 3 premiering June 21, the activation gives fans a dramatic way to enter Westeros before the new season arrives. It also reflects a bigger shift in entertainment marketing, where fans do not just want trailers and posters. They want immersion, personalization, and something worth sharing.
OUTFRONT Media’s IRL media network gives the campaign its public theater, while Snapchat AR technology adds the transformation. Together, they create a live AR spectacle designed for the social age, especially in a place where more than approximately 400,000 visitors pass through each day. Times Square already runs on spectacle, but Crowd Created Times Square adds a participatory twist: the audience becomes the billboard.
Stacy Minero, OUTFRONT’s Chief Marketing and Experience Officer, described the campaign as a transformation of New York streets into Westeros, powered by Snapchat’s AR, HBO Max’s storytelling, and OUTFRONT’s premium real-world media canvases. Laurel Duquette, Head of Media and Entertainment at Snap Inc., noted that AR is one of the most powerful ways Snapchatters engage with the world around them. Mark Doumet, Vice President of Originals Marketing for HBO and HBO Max, emphasized the participatory nature of fandom and the chance to bring fans inside the world they love.
The Crowd Created Times Square campaign is also supported by a two-week OUTFRONT NYC ad network push to build awareness for the June 18 event. As entertainment brands continue chasing more memorable ways to connect with audiences, this launch suggests a future where outdoor advertising is no longer just seen. It is entered, worn, shared, and broadcast in real time.
In a city built on bright lights and big moments, Snapchat, OUTFRONT Media, and HBO Max have found a way to make Times Square feel even larger. For fans of House of the Dragon, the crown is no longer only on screen. For a few glittering minutes, it is theirs.